Marketing your practice on the Internet is getting more and more competitive, but there are some constants that are safe for any doctor’s office to base their online marketing and medical SEO strategy from.
NAP(Name, Address, and Phone Number) Information for Medical SEO
When you have a local business, you want to make sure that the NAP information is identical throughout your Internet Marketing setup: website, directories, forums, etc. If you have multiple addresses for only one location, you can quickly find yourself out of Google searches completely. Also, best practice dictates that you start with the name of your practice followed by the doctor’s name separated by a colon. For example, Acme Healthcare: Dr. John Doe, DO. However, once you do this, you want to make sure that all of the other citations you create have the same verbiage.
Google, Bing, and Yahoo!
You need to be found in each of these search engines and their related local map search as well. Google+ and getting your company listed on Google+ Local is one of the most important first steps because you are going to be waiting for a verification letter from Google via USPS. Here is a great link on how to set up your Google+ Local page. Bing registration is found here, and Yahoo registration is here.
There are a bunch of great resources on the Internet for patients, and it’s best for your practice to be at least registered in their medical directories. Some will solicit a “premium placement” in their website for a monthly fee, but it’s best to start off with just making a business account, creating a listing, and ask your favorite patients to write you a review.
Your website needs to be full of unique content that gives a thorough description of your practice. The more you can talk about each service, the better. In website marketing, content is king, and this is a window of opportunity for each practice to distinguish themselves, while making sure they target the appropriate keywords.
Every time you make a search with Google, it is recorded, and that information becomes available through the Google AdWords Keyword Planner Tool. Utilizing the Keyword Planner Tool helps you see what are the best keywords to target when creating the content for your website. For example, if you want to promote a pain treatment for neuropathy patients, you would probably optimize the page for “neuropathy treatment” instead of “pain treatment therapy for diabetic neuropathy”. Obviously, the first choice is going to be much more widely searched than the second, and therefore, “neuropathy treatment” would be a higher percentage target if you properly optimize your website.
Reported in Google’s The Digital Journey to Wellness: Hospital Selection, it is noted, “77% of patients use search engines prior to booking an appointment.” If you aren’t placing your content correctly, you are missing out on thousands of potential patients yearly. Thoroughly understanding where your ideal patients are doing research can be the easiest way to convert leads from your website.
Other aspects of Internet marketing are generally branches of these five considerations. Of course, we are always here to help with your medical Internet Marketing needs, but this is a good start for anyone wanting to get their feet wet.